The Defence Spokesperson Brig Gen Felix Kulayigye on Friday participated in the National Public Relations Symposium that was held at Hotel Africana, Kampala where he was spoke on PR Practices in Government entities, Opportunities and Challenges.
The Symposium organized by the Public Relations Association of Uganda (PRAU) is designed to bring together all PR Stakeholders to share in the skills & deliberate on a number of issues pertaining to PR practice.
Earlier on the Minister of Information, Communication and Technology, Hon. Chris Baryomunsi who is also the patron of PRAU urged public relations professionals to keep a keen eye on technology changes and see how these changes affect their work so as they embrace it and be on top of the PR game.
Hon. Chris Baryomunsi, pledged to support PRAU and urged members to work together to better the country.
The keynote speaker, the Permanent Secretary of the Ministry of Finance and Secretary to Treasury, Mr Ramathan Ggoobi said the success of an organization depends on how much and how well they communicate and reminded practitioners of the role of the media which he said in a powerful tool in shaping public opinion.
Mr. Ggoobi said that the media has the power to influence minds, ideas, behaviours and the attitude of the masses. He encouraged PR professionals to understand drivers of editorial policy of media houses so that they can better represent their organizations and inform their communications strategy.
Brig Gen Kulayigye reminded the Public Relations practitioners that in order to carry out their jobs effectively, they must appreciate and be loyal to their jobs and be quick-witted and also informed.
“To be a good communicator, you have to be informed yourself, otherwise, you have nothing to say,” said Brig Gen Kulayigye.
The Defence Spokesperson further cautioned practitioners about the understanding the power of information and quoted Henry Kissinger who said that a transistor radio has more devastating effects than a squadron of B25 Bombers. This he said as he called upon practitioners to build relationships between their organizations and the media.
PRAU is the umbrella body of all private and public PR professionals, communication specialists, brand managers, mass communication and other related disciplines’ striving to promote PR excellence in Uganda.
PRAU was founded in 1976 as a membership-based professional body of Public Relations (PR) practitioners in Uganda.
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